Who Want More Leads Without Wasting Money

Why PPC Feels Like a Money Pit for Wastewater Contractors

If you’ve ever tried running Google Ads for your wastewater business, you might have had this experience:

💰 You spend hundreds (or even thousands) on ads... but barely get any good leads.
📞 The phone rings, but it’s mostly price shoppers or unqualified prospects.
😡 You start wondering if PPC (Pay-Per-Click) ads even work for wastewater contractors.

We get it. At Excavation Marketing Pros, we work with wastewater businesses just like yours, and we know that PPC can be either a goldmine or a complete money drain. The difference? Strategy.

If you’ve been frustrated with paid ads before, it’s not because PPC doesn’t work—it’s because the right strategies weren’t in place. This guide will show you the top 5 PPC strategies that actually work to generate consistent, high-quality leads for wastewater contractors—without throwing money down the drain.

What Makes PPC Different from Other Marketing Strategies?

Before we dive into the strategies, let’s clarify what PPC actually is and why it’s different from SEO or other marketing methods.

What is PPC?

PPC (Pay-Per-Click) advertising lets you pay to show up at the top of Google search results when someone searches for a service you offer. You only pay when someone clicks your ad.

Here is a webinar of How To Maximize Google PPC For Excavation and Septic Leads - New Updates for 2025!

How PPC is Different from SEO

• SEO (Search Engine Optimization) is a long-term strategy that helps your website rank organically.

• PPC ads give you instant visibility—but they cost money per click.

• SEO takes months to build up, while PPC can get leads within hours.

So, is PPC worth it for wastewater contractors? Yes—if you do it right. Let’s break down the top 5 PPC strategies to help you get the most out of your ad spend.

PPC Strategy #1: Targeting the Right Keywords (and Avoiding the Wrong Ones)

Many wastewater contractors waste thousands of dollars on PPC because they’re targeting the wrong keywords.

The Right Keywords to Target

✅ High-Intent, Service-Based Keywords (People searching for these are ready to buy)

• “Septic system installation near me”

• “Wastewater contractor in [your city]”

• “Septic tank repair cost”

• “Commercial wastewater treatment services”

The Wrong Keywords to Avoid

❌ Broad, Research-Based Keywords (These people aren’t ready to buy)

• “How does a septic system work?”

• “DIY septic system repair”

• “Best wastewater treatment systems”

How to Block Bad Clicks (Negative Keywords)

Using negative keywords stops your ads from showing up for irrelevant searches. Some common negative keywords for wastewater contractors include:
🚫 “Free”
🚫 “DIY”
🚫 “Jobs” (people looking for employment, not services)

Adding negative keywords saves thousands in wasted ad spend.

PPC Strategy #2: Optimizing Your Landing Pages for Conversions

🚨 Mistake: Sending PPC Traffic to Your Homepage 🚨

A common mistake wastewater contractors make is running PPC ads and sending traffic to their homepage. The problem? Homepages aren’t designed to convert leads.

How to Fix This: Use a High-Converting Landing Page

A landing page is a dedicated page designed specifically to convert visitors into leads. Here’s what a high-converting wastewater contractor landing page should have:

✅ A Clear Headline – Example: "Reliable Septic Installation & Repair in [Your City]”
✅ A Strong Call-to-Action (CTA) – “Call Now for a Free Quote”
✅ Easy Contact Form – Make it simple for leads to request a quote
✅ Customer Reviews & Trust Signals – Showcase 5-star Google reviews
✅ Mobile-Friendly Design – Most people will visit from their phones

👉 By using a landing page instead of a homepage, you can increase conversions by 200% or more.

PPC Strategy #3: Using Call-Only Ads for Emergency Leads

For emergency services like septic tank repairs, Call-Only Ads are a game-changer.

What Are Call-Only Ads?

Unlike regular PPC ads, Call-Only Ads don’t send people to a website. Instead, they show a “Call Now” button directly on Google, so people can call your business immediately.

Why Call-Only Ads Work for Wastewater Contractors

📞 Instant phone calls from customers who need help now
🚀 Higher conversion rates (people searching for emergency services are ready to book)
💰 Lower cost per lead (because clicks go straight to a call, not a website)

When to Use Call-Only Ads

• Septic system failures & emergency repairs

• Sewer backups & urgent wastewater issues

• Same-day service offers

👉 If you offer 24/7 or emergency services, Call-Only Ads should be part of your PPC strategy.

PPC Strategy #4: Retargeting Visitors Who Didn’t Convert the First Time

Did you know that 97% of website visitors DON’T convert on their first visit? That’s where retargeting ads come in.

What is Retargeting?

Retargeting (also called remarketing) shows ads to people who visited your website but didn’t contact you.

Why Retargeting Works for Wastewater Contractors

🔥 Reminds potential clients about your services
🔥 Brings back visitors who got distracted before booking
🔥 Builds brand awareness so they choose you over competitors

Best Retargeting Strategies

✅ Google Display Ads – Show banner ads to people who visited your site
✅ Facebook Retargeting Ads – Remind website visitors about your services on social media
✅ Special Offers – “$100 Off Septic Install – Limited Time”

👉 Retargeting helps you capture leads who were interested but didn’t book right away.

PPC Strategy #5: Tracking Your Results & Stopping Ad Waste

One of the biggest PPC mistakes contractors make is not tracking what’s working.

How to Track PPC Results Like a Pro

📊 Set Up Conversion Tracking – Know exactly which ads bring in leads
📞 Track Phone Calls from Ads – Use call tracking software to see how many calls come from PPC
💰 Calculate Cost Per Lead (CPL) – Divide total ad spend by the number of leads to see your true cost

Signs You’re Wasting Money on PPC

🚨 You’re getting clicks, but no phone calls
🚨 Your cost per lead is too high ($100+ per lead means something’s off)
🚨 You’re not running A/B tests to optimize performance

👉 By tracking your PPC performance, you can cut wasted ad spend and increase ROI.

Final Thoughts: How to Get More Leads Without Wasting Your PPC Budget

PPC ads can transform your wastewater business—but only if you run them the right way.

✅ Use targeted keywords & negative keywords
✅ Send traffic to a high-converting landing page
✅ Leverage Call-Only Ads for emergency leads
✅ Retarget visitors who didn’t book the first time
✅ Track performance to cut ad waste & improve ROI

At Excavation Marketing Pros, we specialize in helping wastewater contractors run PPC ads that actually convert into real jobs.

🚀 Want more high-quality leads? Contact us today for a free PPC strategy session.